Social media image sizes in 2026 come down to three ratios: 4:5 for the feed, 9:16 for Stories and Reels, and 1:1 or the marketplace's own format for product pages. Here's one table for Instagram, Facebook, TikTok, Pinterest, LinkedIn, Shopify, Amazon and Zalando, with the official sources and a method to produce one master and get every format from it.
The social media and e-commerce image size table for 2026
If you remember one thing: 4:5 for the feed, 9:16 for anything full screen. The rest are exceptions worth knowing, especially on marketplaces.
| Placement | Ratio | Recommended size | Notes |
|---|---|---|---|
| Instagram feed (posts and ads) | 4:5 | 1440×1800 px | Meta recommends 1440×1800 for ads, JPG or PNG up to 30 MB (Meta source). 1080×1350 is the same ratio. |
| Instagram profile grid | 3:4 preview | No dedicated file | The grid shows portrait previews narrower than 4:5 (Engadget source): keep the subject centred. |
| Instagram and Facebook Stories / Reels | 9:16 | 1440×2560 px | Keep the top 14%, bottom 35% and 6% on each side clear (Meta Reels source, Stories). |
| Facebook feed (ads) | 4:5 | 1440×1800 px | Minimum 600×750 px, JPG or PNG up to 30 MB (Meta source). |
| TikTok carousel ads | 9:16 recommended | 720×1280 px | 1200×628 and 640×640 also accepted; JPG or PNG, 2 to 35 images (TikTok source). |
| 2:3 | 1000×1500 px | Pins taller than 2:3 may get cut off in the feed; PNG or JPEG up to 20 MB (Pinterest source). | |
| LinkedIn single image ads | 1.91:1 / 1:1 / 4:5 | 1200×628 / 1200×1200 / 720×900 px | Max 5 MB; vertical images only show on mobile (LinkedIn source). |
| Shopify (product page) | 1:1 recommended | 2048×2048 px | Up to 5000×5000 px (25 MP) and under 20 MB (Shopify source). |
| Amazon (main image) | Free | At least 1000 px on the longest side | Pure white background, product filling about 85% of the frame: see the Amazon guide. |
| Zalando | 1:1.44 | 1801×2600 px | sRGB JPG, different rules for packshots and on-model: see the Zalando guide. |
Instagram: 4:5 in the feed, but the grid crops
4:5 takes up the most feed space without going full screen, and it's what Meta specifies for feed ads (Meta source). The catch is the profile grid: since Instagram moved to 3:4 portrait previews, the side edges of a 4:5 image fall outside the thumbnail.
The practical rule: no text or logos near the edges, and the product in the centre. A carousel with the product sitting on the right edge works in the feed and disappears in the grid.
Stories and Reels: 9:16 has areas you don't see
In 9:16 the interface covers part of the image: the profile name at the top, the caption and call to action at the bottom, icons on the right. Meta asks you to keep text and logos out of the top 14%, the bottom 35% and 6% on each side (Meta source). On a 1440×2560 file that's roughly 360 pixels at the top and 900 at the bottom.
TikTok has no fixed percentage: the safe zone changes with orientation, caption length and add-on formats, and TikTok provides an overlay file to check your creative against. We cover it in our video ad formats guide.
"You don't pick the right format at export. You pick it when you frame the product."
E-commerce: Shopify is flexible, marketplaces aren't
On your own store you decide: Shopify accepts images up to 5000×5000 px and names the 2048×2048 square as the cleanest result (Shopify source). Consistency matters more: same ratio, same margin around the product and same light across a category, or the collection page looks stitched together.
On marketplaces the rules are binding. Amazon wants a pure white background on the main image, Zalando a 1:1.44 portrait ratio no other channel uses. That's why marketplace files are best produced as a separate set, not as a crop of the Instagram post. Full specs are in our Amazon and Zalando guides.
One master, many formats: how to plan
- Start from the tallest format. A portrait master with room above and below the product crops to 4:5, 1:1 and 2:3 without losing anything.
- Keep the product in the centre. It's the only area that survives every crop, from the 3:4 grid to the square.
- Keep text separate from the image. Headlines and prices go on per format, not burned into the master.
- Export in sRGB. It's the web standard and what Zalando requires.
- Make a separate marketplace set. White backgrounds and mandatory ratios have their own rules.
With AI the logic shifts slightly: instead of cropping, you can generate each format with a composition designed for that ratio, keeping the same product and the same light. That's how we work on AI e-commerce images and AI social media content, always starting from the real product and checking shape, colour and label before delivery.
Pre-publishing checklist
- Feed in 4:5, full screen in 9:16, Pinterest in 2:3.
- Text outside the Stories and Reels safe zones.
- Subject readable in the 3:4 grid preview too.
- Files under each platform's weight limit (30 MB Meta, 5 MB LinkedIn).
- Marketplace set with the required background and ratio.
- Same light and margin across the whole collection.
If you also use the same images in catalogue campaigns, see AI catalogue ad images.
Frequently asked questions
What is the right size for an Instagram post in 2026?
4:5 portrait. Meta recommends 1440×1800 pixels for feed ads; 1080×1350 is the same ratio. Keep the subject centred because the profile grid shows 3:4 previews.
What size should Instagram Stories be?
9:16, with 1440×2560 pixels recommended by Meta. Keep the top 14%, bottom 35% and 6% on each side clear so the interface doesn't cover text and logos.
What is the recommended Shopify product image size?
Shopify accepts up to 5000×5000 pixels and under 20 MB, and names the 2048×2048 square as the best result. Using the same ratio across the catalogue matters more than the exact size.
What format should I use for Pinterest?
2:3, meaning 1000×1500 pixels. Pinterest warns that Pins taller than 2:3 may get cut off in the feed.
Can I use the same image on Instagram and Amazon?
Usually not for the main image: Amazon requires a pure white background and only the product. It's better to produce a separate marketplace set from the same master.